Advergames
What
Advergames offer a unique blend of actively having fun with the brand message. A brand message is a short statement or story that captures the most important parts of a brand. It shares the main idea or story that a brand wants to tell its target audience. This message tries to create a unique identity, make people feel certain things or think certain things, and show how the brand is different from other brands. A well-made brand message helps make a brand's place in the market clear, helps people recognize the brand, and helps with all the brand's communication and marketing.
Combining this with active participation while also having fun presents a unique opportunity.
When
When a brand wants to innovate.
When a brand is in it for the long-term.
When a brand wants it’s message to stick.
When a brand knows the benefits of gamification.
When a brand is establishing meaningful connections.
When a brand talks non-intrusively to it’s target audience.
Why
Advergames leverage the power of the interactive experience for efficient marketing. Additionally, they also can also produce awesome word-of-mouth. Players always like to brag about their accomplishments. They are also in the habit of challenging their peers to try and beat their high score. When you add Twitch, YouTube, and/or TikTok to the mix, you could go viral. No brand would say no to that!
The way of consuming content is shifting. First there was TV and newspaper. Then came digital ads and social media. The traditional and cutting-edge are blending together. We see the birth of new worlds, starting with M and ending with etaverses. There is is already an estimated 4 billion players in the world. Those numbers speak volumes.
Even if this wasn’t the case, the way the message is received depends on the medium used. We have a helpful analogy from education. It's about remembering things when actively doing vs passively listening.
Let's put things in perspective. You have a budget and a message for your potential and existing customers. You want the message to stick this time. You're not sure if you should spend the same amount of money on TV ads or on an advergame. TV can reach 4 million people, while the advergame promises 1 million. The goal is for customers to remember what the brand is telling them.
| TV | Advergame | |
| Potential Audience | 500K | 200K |
| Memory Retention |
20% in the Audio Visual category |
75% in the Practiced by Doing category |
| People remembering the message | 100K | 150K |
Even with these rough estimates, the numbers are similar. And these measurements are conservative. We haven't even considered the possibilities digital products offer. It's much easier to make changes compared to a recorded TV ad. Imagine the cost of fixing a mistake.
Where
PC or Console
Web browsers
Mobile devices
Digital out-of-home
We did it for A1 → check out our A1 infinite runner case study!
Who
We can help you with your ideas, so feel free to book a meeting with us 👇